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The integration connects Loan Market Group’s (LMG) proprietary CRM platform, NodifiCRM, to the world’s most popular AI assistants such as ChatGPT, Gemini, Copilot and Claude, allowing brokers to create applications, retrieve client histories, generate pipeline reports and trigger automations.
Unveiled at LMG Asset Finance’s annual Elite Asset Finance Conference in Queenstown last week, the integration will initially be piloted by the group’s Elite broker cohort before a wider network rollout later this year.
The move builds on the suite of AI agents LMG showcased at its previous conference, shifting its focus from purpose-built tools towards connecting brokers’ existing AI assistants directly with their business systems.
Under the integration, brokers can use conversational prompts to carry out tasks that would otherwise require them to navigate their CRM or manually transfer information between platforms.
The integration is built on the Model Context Protocol, an open standard that allows AI assistants to access information and perform actions within connected systems.
LMG has developed a defined set of tools for the integration, with the aggregator saying it expects further capabilities to be added over time.
Keeping brokers in control
LMG said the integration had been designed to give brokers control over the information and functions their AI assistants could access.
Access controls allow brokers to start with read-only capabilities, such as client look-ups and reporting, before enabling actions such as lodging applications or triggering automations.
The permissions can be adjusted or switched off at any time, with AI assistants restricted to the functions and data authorised by the broker.
LMG deputy CEO – asset finance Tim Wells said the integration was intended to remove friction between brokers and their business systems.
“Last year we showed brokers what purpose-built AI agents could do for their business. This year we’re handing them the keys,” Wells said.
“Connecting NodifiCRM to the AI tools brokers already use means their client data is no longer something they have to go looking for.
“Right now, too many brokers are copying and pasting client details between their CRM and an AI chat window, which wastes time and opens the door to errors. This alleviates that scenario. They can ask a question, dictate a new application from the car, pull a report or kick off an automation in seconds. It removes the friction between a broker and their own business.”
Wells added that brokers would retain control over what their AI assistants could access and do.
“Just as importantly, brokers stay in control. They decide what their AI can see and do, and they can change that at any time. We’ve built this so brokers can move quickly with AI without ever compromising the security of their clients’ data.”
Extending automation beyond the CRM
Alongside the AI integration, LMG is introducing a Zapier connector for NodifiCRM, supported by ready-made workflow templates designed to connect the platform with other business applications without requiring technical expertise or custom development.
The connector and templates will initially be available exclusively to the Elite cohort before a wider release.
One example links NodifiCRM with accounting platform Xero to automatically populate invoices and payments for referral partners, reducing the administrative work involved in managing multiple referral relationships.
Wells said the connector would allow brokerages to automate tasks across their wider technology stack, including accounting, marketing and communications.
The Elite brokers involved in the pilot will help shape the integration before its broader rollout, with feedback informing how the technology is introduced across the LMG network.
AI pushes further into broking
LMG’s announcement comes as AI tools become an ever-greater part of the broker toolkit.
In September 2026, rival aggregator Yellow Brick Road launched its own multi-agent AI platform, designed to speed up customer settlements and improve broker productivity.
Meanwhile, Mortgage Choice has also unveiled a bolstered suite of AI tools and tech upgrades aimed at driving broker efficiency, reducing manual administration, and modernising consumer engagement platforms.
For compliance, CRM platform Salestrekker launched a new AI-powered tool last month to audit loan files in real time at the point of lodgement.
Brokers are also using AI to bring their own solutions to market as well.
For example, AI broker platform Cynario has launched Polli, a new real-time policy coach that compares lender policies in real time.
Available through Cynario Insights Pro, Polli combines an analytics dashboard with a live chat interface, allowing lenders to investigate policy performance and receive recommendations for potential improvements.
Additionally, ID verification systems have also had an AI makeover, with Melbourne brokerage Finspo releasing a new tool that extracts client data from identification documents, pre-populates application fields, and checks the information against existing records
Indeed, the increasing use of AI in the broker channel has not been ignored by regulators, with the Australian Securities and Investments Commission laying down strict parameters on how brokers use automated decision engines and AI tools in its newly released report, Mortgage brokers: Review of best interests duties and complaints handling practices.
From the banks, Westpac has recently revealed that thousands of AI agents were processing upwards of 1.5 million transactions and more than 32,000 payslips every week.
The Commonwealth Bank of Australia (CBA), which outpaces its major rivals on the Evident Insights AI adoption ratings of global banks, said it is investing $2.4 billion annually in technology and capability, $500 million more than its closest rival.
In its annual results report, the bank said around 80 per cent of staff were actively engaging with AI platforms, including ChatGPT Enterprise and Copilot.
Having self-reported a potential mortgage fraud case at the start of the year worth an estimated $1 billion, CBA also announced the development of an advanced agentic AI system designed to help detect fraud.
Non-major banks are moving into the space as well.
AMP, which appointed a new CEO at the start of the year, said that the bank will prioritise AI as part of its near-term growth strategy.
And at Bendigo and Adelaide Bank, a deal was signed with Google last year to use its Gemini software across the organisation.
That being said, there have been concerns that AI adoption might be surging the data systems that underpin the models could be lagging behind.
[Related: Is AI coming for brokers? Industry weighs impact]
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